Analysis of McDonald’s marketing code!

"Would you like some cilantro with ice cream?"

These two days, the rush for coriander in Xindi has gone crazy again! Every time McDonald’s launches a new product, there is a buying spree. This time, the coriander ice cream is no exception?

On February 16, McDonald’s official WeChat account announced that it will soon launch a new product, the 6.6 yuan "Coriander New Land", which will only be available from the 21st to the 25th and will be available in stores for a limited time and in limited quantities.

Unexpectedly, this dark dish successfully attracted a large number of coriander lovers, and long queues formed in all McDonald’s stores!

Fans who know McDonald's are no longer surprised. The chain has previously launched the "Spicy Oil-Splashed Sundae" and "Dirty Rice Cake McFlurry", and all we can say is "each one is darker than the other."

In fact, McDonald’s is not just launching a new product! Careful friends have discovered that Coriander Sundae is a member of the "Members' Creative Menu" and began to launch the same series of products as early as 2021. Moreover, only members are allowed to purchase. After a series of operations, not only new members were added, but also traffic was brought to the store!

The latest data shows that as early as August last year, the number of McDonald’s members exceeded 200 million! However, McDonald's focus is still on its stores. Through private domain operations, it has achieved multi-point reach and continuously directed traffic to the stores. Today we will start with Coriander New Land and disassemble McDonald’s operational secrets. Remember to forward it to your boss for review!

1. Want to eat coriander ice cream? Coupon Arrangement First

Coriander ice cream is not something you can order just because you want to. First, you have to register as a member on the McDonald’s mini program and receive the package with one click. The coupon package not only includes a 6.6 yuan coriander ice cream coupon, but also McDonald’s signature fried chicken products: a free McNuggets coupon (only valid on Mondays) + a buy-one-get-one-free fried chicken coupon + coupons for other meal packages.

In short, in order to get you to register as a member immediately, the coupon package looks very, very cost-effective. Although some free coupons are for limited use, it does not affect the value of the entire welfare package! When designing member registration benefits, this packaging benefits method is very worth learning from.

Then, you will find that "Coriander Sundae" and a series of other set meal coupons appear in the in-store pick-up coupons, so the customers must go to the store once! During weekday meal times, you will inevitably order staple foods such as hamburgers, and McDonald's has successfully locked up your wallet.

McDonald’s coupons can also be transferred to friends. Click “Send one to a friend” to jump directly to the WeChat interface. The coupons are valid for your friend to claim within 24 hours. In this way, unused coupons can be shared with friends, which can help attract new customers.

You will understand by now that the endless stream of new products is just a pretext to impress young people’s taste buds, and the ultimate goal is to divert traffic to the store.

However, it should be noted that traffic diversion must take into account the store’s ability to bear, otherwise the customer experience will be lost. For example, at the end of last year, McDonald’s launched a 5 yuan hamburger, and the scene was so popular that “McDonald’s collapsed” became a hot search, but because the queues in the store were too long, everyone’s negative emotions continued to grow.

2. Private domains have accumulated 200 million members, and mini program orders account for 70%

This long-established fast food brand has long reached its growth ceiling, and it is no longer the "trendy" fast food brand it was when it first entered China. How to impress young people has become McDonald's most important issue, so it has come up with a combination of private domain + new product marketing.

The mini program is the core of McDonald’s private domain, integrating two dining modes: in-store and take-out. Statistics show that 70% of McDonald’s transactions come from mini programs, and the daily visits to mini programs are already higher than those of a medium-sized Internet company. In order to reflect the value of ordering through mini programs, McDonald’s thought of members.

In fact, McDonald's does not use shopping guides to attract customers like other businesses do. Instead, it uses membership benefits to actively attract customers to join its private domain. The new product is just one of the ways to play. What other membership methods are there?

①Every Monday, Member Day, coupons are issued periodically

McDonald's designates every week as Membership Day, and the activities on Membership Day are simple and fixed: coupons can be collected every Monday.

In addition to in-store coupons that can be used on Monday, there are also McDelivery, McCafe, and Dessert Station coupons that are valid for one week, as well as weekend-exclusive coupon packages.

Although it is Membership Day, it can be understood as a periodic coupon issuance activity . There are many coupons, covering all categories, but they need to be used at different times within a week. This not only spreads the cost to each day, but also increases the frequency of user consumption within a week.

For merchants with a strong demand for issuing coupons, the model of issuing coupons at a fixed time every week can be used as a reference, which is easy to form a memory point and cultivate user habits.

②OH Maca paid membership becomes the first choice of customers

Paid membership supermarkets have become the biggest hit in 2021, and McDonald's is also offering paid memberships. Named OH McCa, the monthly card is 30 days/19 yuan, and the quarterly card is 90 days 39 yuan, which includes 4 benefits: 60% off breakfast + 4-piece meal starting from 25 yuan + 60% off McCafe + 0 takeaway fee, from breakfast to main meal to afternoon tea to takeaway, it covers almost all consumption scenarios.

At the price of 19 yuan, the investment can be recovered almost immediately after placing an order, and it can lock in the customer's orders for a month. What’s even more amazing is that you can get coupons immediately after placing an order, which gives you a 5 yuan discount for orders over 39 yuan, thus increasing the average order value invisibly.

OH McCafe is large and comprehensive, but not precise enough. McDonald's has also launched a 60% off breakfast card for 9.9 yuan and a 60% off McCafe card for 9.9 yuan, targeting actual consumption scenarios. When actually setting up a paid membership activity, the most important thing is to first consider clearly what the user's consumption scenarios are and which scenarios are prone to high-frequency consumption.

As competition among merchants becomes increasingly fierce, paid membership cards will be an appropriate solution to become the customer's first choice. By using Youzan’s paid membership or rights card , you can achieve the same function in the store.

③McDonald’s Happy Little Member

McDonald's has also launched the "Happy Little Membership" for children. Parents can register their children. Not only can they enjoy member benefits, but they can also make reservations to hold birthday parties at McDonald's.

For businesses that mainly focus on family consumption scenarios, this can increase the connection between children's consumption and their parents' consumption from the perspective of the children. Although the members are also registered by the parents on behalf of the children, the feeling is completely different.

④Points Mall

You can earn corresponding points for every order you place at McDonald's. In addition to exchanging points for product coupons, McDonald's, which has always been fond of coming up with new ideas, has also launched peripheral merchandise.

For example, the Coca-Cola Tiger Year Mini Mahjong was launched in the New Year, with a limited time offer of 300 points, which made netizens look forward to it.

In addition to points, McDonald's has also launched "points" exclusive to McCafé, which can only be redeemed in certain stores and can be used to directly redeem free coffee or peripheral gifts.

3. Open up private domain traffic and create a special user journey

It is mentioned in the "2021 Smart Retail Private Domain Guide" that McDonald's prefers to call its private domain layout "the creation of a user journey." It can be seen that in McDonald’s private domain, video accounts, official accounts, communities, and apps, with mini programs as the center, have deeper links and connections.

For example, after you complete the McDonald’s WeChat payment, you can click on the payment page to jump to the video account, so you can learn about the latest activities and products. When you enter the meal pickup code interface in the mini program, you can also choose to join McDonald’s store private community. When you see an exciting event on the official account, you can directly click to jump to the mini program to receive coupons and place orders...

Some people say that compared with the mini program, McDonald’s community seems a bit "watery" and does not offer as big discounts as Luckin Coffee’s community. It is more centered around existing member activities and content outreach, and the group owner is more like an online shopping guide.

Looking back, you will find that McDonald's' focus is still on stores, while private domains provide the most efficient channel for reaching users, and combined with a variety of marketing methods, they can constantly awaken users. This is also the scenario that merchants must plan for next...

Author: Youzan

Source: Youzan